(Weymouth, MA) August 6, 2014...InfoTrends is pleased to announce a new study that will identify and quantify the business inkjet value gap and translate these findings into a commercially actionable set of recommendations. This study will address the go-to-market challenges arising from product and customer beliefs and biases surrounding laser and business inkjet technologies.
In a 2012 study, InfoTrends found that ‘seeing is believing’ when it comes to convincing laser customers that business inkjet devices can meet their printing needs. The importance of this finding cannot be overstated. By seeing devices in action, laser customers are forced to start confronting some purchase decision biases they currently hold. For ink to make a meaningful impact on laser device shipments, InfoTrends believes it is customer biases rather than technology capabilities that will hold the key to success.
In this study, InfoTrends will establish the extent to which business inkjet technology demands a customer behavioral change as this will be critical to adoption time scales. The greater the requirement for behavioral change, the longer the adoption cycle will be. InfoTrends will incorporate all research data and findings into a forecast that shows an anticipated rate of future business inkjet growth/adoption.
InfoTrends will also make recommendations to study subscribers based on the following topics:
How laser vendors can reinforce the laser ownership effect and maximize loss aversion
How business inkjet vendors can shorten the adoption cycle and address pro-laser bias
Segmentation of printer/MFP customers
Print quality beliefs and expectations.
Identifying the Business Inkjet Value Gap focuses on buyer psychology and resultant purchase behavior. It carries significant strategic product planning and operational go-to-market value. Global headquarters, regional centers, and local operating companies will all benefit from the insights this study will deliver.
For more information on this study, please visit our online brochure.